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DDB Gets the Cheese

TORONTO, Nov. 7, 2012, 2012 (Canada NewsWire via COMTEX) --
Dairy Farmers of Canada awards advertising AOR for Canadian cheese to
DDB Canada
Dairy Farmers of Canada (DFC) has
appointed DDB Canada's Toronto office as its agency of record (AOR) for
all Canadian cheese mass advertising outside of Quebec. DDB Canada has
been appointed as the lead agency for the Canadian cheese business
working collaboratively with DFC's agency partners, in the development
of a new strategy and creative to drive sales in 2013 and beyond.

"Canadians absolutely love their cheese. But we need to entice them to
bring home more varieties more often. There are many varieties of
Canadian cheeses to discover," says David Leonard, national president
and chief operating officer, DDB Canada.

DDB Canada was awarded the account after an extensive review, which
commenced in late July involving five other agencies.

"We established great chemistry and rapport with DDB Canada throughout
the review process and were impressed by their strong strategic
thinking," says Ian McDonald, National Director, Marketing and
Nutrition, Dairy Farmers of Canada. "The amount of effort put forth in
understanding our business and challenges, helped us to see a new
positioning for Canadian Cheese."
DDB Canada will work with DFC on their existing spring 2013 campaign,
however the first Canadian cheese campaign developed entirely by the
agency is expected to launch fall 2013.

The win falls shortly after DDB Canada was named AOR for the Strategic
Milk Alliance, a new partnership comprised of Alberta Milk, BC Dairy
Association, Dairy Farmers of Manitoba, SaskMilk and Dairy Farmers of
Canada, with the agency being asked to help increase the consumption of
fluid milk in English Canada.

About Dairy Farmers of Canada
Dairy Farmers of Canada (DFC) strives to create favourable conditions for the Canadian dairy
industry, today and in the future. DFC works to maintain policies that
foster the viability of Canadian dairy producers and to promote quality
Canadian dairy products made from 100% Canadian milk as part of a
healthy balanced diet. DFC is completely funded by dairy farmers.